intelliflo Acquires Mabel Insights to Embed Whole-of-Market Research into Advisory Workflow

intelliflo has acquired Mabel Insights, a move that integrates a massive database of over 3,000 risk-rated portfolios directly into the intelliflo office ecosystem. For fintech professionals, this represents a significant consolidation of the UK financial advice tech stack, aiming to eliminate data rekeying and streamline regulatory compliance through a unified research and planning workflow.

What was announced

The acquisition, which was finalized on 30 September 2026, brings Mabel Insights’ suite of research, portfolio analysis, and financial planning tools under the intelliflo umbrella. Crucially, the service will remain free for advisers following the deal. Mabel Insights maintains the largest freely accessible database in the UK for managed portfolio services (MPS), featuring more than 80 asset managers and discretionary fund managers. Its database covers over 3,000 risk-rated portfolios, encompassing both MPS and multi-asset solutions.

The platform provides advisers with a centralized hub for investment research, cashflow modelling, risk profiling, and digital fact-finding. This allows for the creation of branded recommendation reports and the modeling of client outcomes within a single interface. While the two companies have been partners since 2024, the acquisition allows for a deeper level of integration within intelliflo office. Previously, the integration allowed for the transfer of client details and portfolios between systems without rekeying. By bringing the technology in-house, intelliflo intends to embed whole-of-market research and due diligence as a core, native workflow rather than a separate exercise, supporting advisers in meeting their regulatory obligations and evidencing client outcomes.

"We’ve partnered with Mabel since 2024 and watched advisers come to depend on it as one of the most important research and planning businesses in the advice market. As part of intelliflo, we can invest further in Mabel’s functionality and embed it into intelliflo office, giving advisers whole-of-market research and due diligence as a core workflow rather than a separate exercise. It remains free to advisers and strengthens our open, intelligent platform for financial advice."

Nick Eatock, CEO and co-founder, intelliflo.

The companies involved

intelliflo is a prominent provider of financial advice software in the United Kingdom, recognized for its flagship "intelliflo office" platform. The company focuses on creating an open, intelligent ecosystem designed to reduce the operational costs of delivering financial advice while enhancing service quality. It has established a significant footprint in the UK market, often serving as the central operating system for advice firms.

Mabel Insights, which is associated with the web domain mapsinsights.com, provides critical data and analysis tools for the wealth management sector. It specializes in the managed portfolio service (MPS) space, offering a comprehensive database that enables advisers to conduct whole-of-market research and due diligence. By providing a freely accessible database of over 80 asset managers, it has positioned itself as a vital utility for advisers seeking to compare complex investment products. The firm’s tools, including cashflow modelling and risk profiling, are designed to integrate directly into the adviser’s daily workflow, a capability that was initially established through its partnership with intelliflo prior to the acquisition.

What FF News has reported before

FF News has closely followed intelliflo’s expansion and its role in driving efficiency within the UK advice sector. Recently, the publication covered how FE fundinfo Integrates Nexus with intelliflo to Reclaim 192 Hours for Financial Advisers, highlighting the platform's focus on time-saving integrations. Earlier in 2026, we reported on the intelliflo and Söderberg & Partners Form Strategic Partnership to Drive Adviser Efficiency. Our coverage has also touched on broader industry trends affecting the firm, such as when AI Adoption Among UK Financial Advisers Surges to 74% as Efficiency Gaps Persist, and the firm’s collaborative efforts like the Aberdeen Adviser Partners with intelliflo and ZeroKey to Deliver Next-generation Adviser Integration.

What this means

This acquisition signals a shift in the UK wealthtech landscape where "open" platforms are increasingly moving toward vertical integration to capture the entire adviser workflow. By absorbing a research utility like Mabel Insights, intelliflo is putting pressure on standalone research tools and third-party data providers who may find themselves sidelined if they are not natively embedded into the primary CRM. The decision to keep the tool free suggests a strategic move to secure user loyalty and data dominance rather than immediate software licensing revenue. It raises questions for the industry about whether independent research can remain truly "whole-of-market" when owned by a dominant platform provider.